"Understanding advertising work and labour in a digitalised market: Managing consumers through 'dividualisation' and 'co-creation'"- a paper presented by Yesim Akmeraner Kökat at Macromarketing Conference 2024 in Helsinki

The paper titled “Understanding advertising work and labour in a digitalised market: Managing consumers through ‘dividualisation’ and ‘co-creation’”, authored by Yesim Akmeraner Kökat, explores how the post-Fordisation of advertising work and labour enable different forms of managing consumers and value creation in marketing.